Jules: Men in Progress

‘Men in Progress’ aims to detoxify the stereotype of masculinity and diversify the vision of the modern man with an optimistic intonation and addresses some of the outdated alpha-male interpretations of what it means to be a man. Tall, strong, sensitive, paternal, decisive, stylish, fearless and brave versus subtle, emotional, houseproud, tentative, modest, patient and confident: the new rebooted approach to masculinity.

The new campaign explores the relationships men have during their lifetime with themselves, with friends, women, family and careers, and takes us on a journey to examine what it did mean to be a man and what it can now mean.

The film uses emotion and humour to illustrate a man’s progression through a responsible life with a high-speed VO and fast editing.

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